Brand Experiences That Change People’s Lives

May 23rd, 2018


As technology has evolved, so has the ability for marketers to impact people’s lives. As a result, today’s marketing strategists should strive to move past focusing on advertising and shift towards crafting exceptional experiences that empower consumers.

Our presenters will highlight the opportunity that brands have to redefine their relationship with consumers across all touchpoints, thanks to innovations in tactics, technology and analytics.








Sally Parrott
Vice President of Marketing


Sally Parrott is the Vice President of Marketing at Aritzia, an innovative design house and fashion boutique. Sally began her career in Beauty Care at Procter & Gamble, where she worked in brand management on global brands like Olay. She moved to Aritzia in 2004, and after almost eight years of building the Aritzia brand into to what it is today, Sally left to go out on her own as an independent brand strategist, where she worked primarily with new, high-growth, and developing brands. After four successful years as an independent, Sally returned to Aritzia this past October. She went from being a marketing team of one back at Aritzia in 2004, to now leading a team of 60 amazingly talented individuals!


James Chutter
VP of Strategy & Design


As an entrepreneur, storyteller and academic, James has had the humbling pleasure of working with the biggest Fortune 50 brands, the most nimble start-ups, and the most innovative co-creators. With the businesses he has co-founded he has helped Microsoft, eBay, Starbucks, Whole Foods, and Nike find ways to better connect with their customers through brand and product design. As a storyteller he has worked with MTV, ABC, Warner Brothers, Dreamworks, and Nickelodeon to help them find new ways to tell amazing stories with the best creators. During his 10+ year career in digital James has stayed at the forefront of emerging tech having launched 50+ app experiences, interactive digital displays, cryptocurrency campaigns, VR stories and blockchain companies.


Russ Rickey, PhD
Strategy Director
Critical Mass


Russ started thinking and writing about digital experiences in the late ’90s in graduate school. His PhD dissertation was one of the first focused on digital storytelling and performance.

While in graduate school, Russ joined a dot-com to lead their design and marketing team and decided that was the path to follow. Growing along with the digital industry, he has been everything from a copywriter to a group creative director while leading creative marketing teams. Clients he has worked with include AT&T, Clorox, Coca-Cola, Disney, ESPN, Infiniti, Kraft Foods, MTV, Nissan, SAP, Sony, and the United Way.

Russ currently is a Strategy Director for the global digital experience agency Critical Mass. He also regularly writes on digital marketing and continues to return to universities to share his experience with students.


Ryan Opina
Vice President of Strategy
Engine Digital


Ryan is the Vice President of Strategy at Engine Digital and has spent the last 16 years working across physical and digital product design. A frequent speaker on the intersection of design and business strategy, he has created new ways to shop in store with adidas, expanded fan access to live basketball games with the NBA and conceptualized new ways towards financial well being with Coast Capital Savings. Having earned an MBA in Design Strategy at CCA, he is continuously looking for new ways to apply unconventional approaches to interaction, function and content in order to influence businesses that are integrating digital in completely new ways.



Arpy Dragffy
Founder, Director of Strategy
PH1 Research


For nearly two decades Arpy has been working with startups and corporations creating strategies to innovate their customer experiences. His strategies have validated and launched startups, expanded corporations to new markets, redefined how social impact organizations engage, and consulted teams on how to disrupt their industries. He’s worked with Hootsuite, Sage Software, Red Bull, Blueprint, KidSafe and Bodog.

Since founding PH1 Research in 2015, he’s led a team of qualitative researchers and UX strategists with hybrid design thinking and a lean startup methodology that enables organizations to better understand and predict how consumers are changing.





    1. Create Meaningful Brand Experiences: an Interview with Sally Parrott (VP Marketing, Aritzia)


  1. Putting Customers at the Centre of your Brand Story: Interview with Russ Rickey (Strategy Director, Critical Mass)




Event Details

Date: May 23rd, 2018

Time: 5:00 pm - 8:00 pm

Place: The Vancouver Club, 915 W. Hastings St.

Type: Panel Discussion

Reminder: The Vancouver Club maintains a dress code and mobile phone usage policy.

Dress Code: Business or Smart Casual attire.

Cell Phone Silence Policy: Use of cell phones, tablets and laptops are restricted to the designated event room or private phone booth area of the club. However, you may use your devices for social media purposes.